Characteristics of Text on Sentences in Outdoor Commercial Advertising

(Comfort Fabric Softener QC - TN, 2009)

(2) Close_Up - fresh all day .

(Close_Up Toothpaste Ad - TN, 2008)

In the two examples above, the adjectives fragrant and fragrant are the main elements expressing the characteristics of the product, the secondary elements long-lasting and all day express the continued duration of those characteristics.

Thus, the following subcomponent has an adjective phrase structure that is quite commonly used in outdoor commercial advertising. It is the diversity and richness of the adjective phrase in the following subcomponent that creates the diversity of language in outdoor commercial advertising. The independent relationship of the adjective phrase in the following subcomponent is shown through the formal sign of “ ,” (comma) or the conjunction “and”. This helps the special sentence not to be truncated, not to cause a feeling of disappointment, when read, it still feels balanced, rhythmic, smooth and “easy to listen to”. This creates the appeal of outdoor commercial advertising.

The effect of the following adverbial phrase is often not only to emphasize the good, beautiful, and superior qualities of the advertised product but also to make outdoor commercial advertising highly persuasive.

● The verb phrase is the following subordinate element.

The following sub-elements of this type of construction are commonly seen on outdoor commercial billboards in front of stores selling popular consumer products. They have a characteristic pattern:

X + wholesale, retail + Y

In there:

X: is the name of the store, company, business. Y: are the types of products that X sells.

Example:

(1) Thu Binh - wholesale and retail of iron products, locks, door frames, paint, PU oil.

(QC of Thu Binh Store - TN, 2009)

(2) Nguyen Tung - wholesale and retail of suitcases, briefcases, bags, wallets, belts.

(QC of Nguyen Tung Store - TN, 2009)

The biggest advantage of this model is that advertisers can list many products they are selling.

In addition, a common structure of the following subordinate element is a verb phrase in the form: verb + noun/noun phrase. In which, the verb is the main element, the noun/noun phrase is the complement of the verb.

Example:

(1) Plusssz - improve health .

(QC Plusssz effervescent tablets - TN, 2008)

(2) Manna functional food - enhances resistance .

(QC of Cong Dung Company - TN, 2009)

(3) VCD Baby Einstein - intellectual development .

(VCD disc advertising - TN, 2009)

Thus, the following auxiliary elements in outdoor commercial advertising sentences have two main common types: adjective phrases and verb phrases.

2.2.2.2. About semantics

Outdoor commercial advertising is usually very brief, just one sentence, rarely has many sentences or even a paragraph of text, and that sentence has the task of conveying

convey the semantic content of the entire text. Thus, the phrase must take on the semantic weight of the entire sentence and the semantics of the entire text.

Outdoor commercial advertising, due to its concise nature, can be seen in the combination of words in phrases and sentences, which have both common and unique characteristics. The most notable unique characteristic of outdoor commercial advertising is that it is concise in presentation but still conveys relatively complete and concise information.

2.2.3. Characteristics of text on sentences in outdoor commercial advertising

Normally, outdoor commercial advertising text always aims to convey a certain main meaning. First of all, it must reveal the main idea and purpose of the advertisement. Each idea placed in the advertising text, whether expressed in several paragraphs, a line or even a word, must be very clear and distinct. In addition, the advertising text must be legal.

The content of the advertising text itself must attract the recipient, make him interested in the goods and then think about the need to buy the introduced item, use the service. If the advertising text has nothing to convince the buyer, the purpose of calling him to follow the advice of the advertisement is meaningless. Advertising texts must be diverse, meaningful and suitable for the imagination. Particularly effective are attractive advertising texts with a touch of humor.

To make a quick, strong, direct impression on the eyes of the recipient of the advertisement, the text of an outdoor commercial advertisement must have a reasonable capacity, logical structure and be considered. Advertisers often pay attention to balancing the amount of unique and normal information because they know that "absolutely new" will make it difficult for the recipient of the advertisement and will not remain in their memory. The

Sentences in outdoor commercial advertising texts are often loose in terms of text connection. Sometimes in outdoor commercial advertising texts, the advertisement consists of only a few phrases, forming separate sentences, each sentence expressing a specific feature or function of the product. Therefore, the connection between them is not tight, even seemingly disjointed, but the recipient of the advertisement can still understand the message that the advertiser wants to introduce.

Example:

(1) Treatment of joint pain and arthritis due to degeneration. Restores structure and function of articular cartilage.

Treatment of primary and secondary osteoporosis.

(QC Lubrex Medicine - TN, 2009)

(2) Converging technology. Luxury, fashion. Business class.

(Nokia E71 Ad - TN, 2009)

There are no linking words between phrases or sentences in the examples above. In fact, there is an outdoor commercial advertisement that has only one short sentence, and that sentence does the job of the entire text.

Example:

(1) LEAD - scooter of new standards.

(QC of Honda Company - TN, 2009)

(2) Another powerful assistant from Mobi 365.

(QC of Mobifone Company - TN, 2009)

In longer outdoor commercial advertising texts, with many elements in the copy, the sentences are more closely linked together.

Example:

(1) Nam Viet Bank

Receive savings deposits, deposits paid in VND, foreign currency with term.

Lending VND and foreign currency for production, business and asset investment.

Loans for car purchases, home purchases, home repairs and other consumer needs.

Providing bank guarantee money transfer services and other services.

(QC of Nam Viet Bank - TN, 2009)

(2) Bring your old products to participate in the program "Trade in old products, own new products and buy thousands of products at incredibly cheap prices".

The program is specially sponsored by 9 leading electronics and home appliance corporations from October 30, 2008.

Only at Quang Thai Electronics.

(QC of Quang Thai Store - TN, 2008) In addition, although not containing linking words, some outdoor commercial advertising texts have sentences written in a syntactic repetition style, and this syntactic repetition style plays a role in linking those sentences together. This way creates balance, rhythm, "very pleasing to the eye", making the reception of the advertisement

Outdoor commerce easier, more attractive.

Example:

(1) Naptune

10 points for quality

for health

(QC Naptune Cooking Oil - TN - 2009)

(2) Prudential

Always listening Always understanding.

(3) Converging technology. Luxury, fashion. Business class.

(QC of Prudential Company - TN, 2009)

(Nokia E71 Ad - TN, 2009) …

2.3. LANGUAGE IN OUTDOOR ADVERTISING IN VISUAL TERMS

2.3.1. Characteristics of fonts used in outdoor commercial advertising

The typeface used in outdoor commercial advertising must also contribute to conveying the advertising ideas to the recipient. It must attract everyone's attention and help them focus on reading the advertisement, highlighting the more important ideas about the advertising object.

Through the study of 422 collected outdoor commercial advertisements, it can be seen that outdoor commercial advertisements use the most printed fonts and graphic fonts. Printed fonts are used a lot because they are clear, easy to read, and easy to arrange and divide proportions in the entire context of the flat area displaying the advertisement. Graphic fonts are used, but not much, with the requirement that these graphic fonts must also be clear, easy to read, not elaborate, curvy, or confusing. To be effective, the fonts used by advertisers must ensure aesthetics.

Each typeface has its own psychological effect. Therefore, the form and size of the typeface must be harmonious and appropriate to the surface area of ​​the advertisement and the type of product being advertised.